Shintaro Tsuji founded Sanrio Company Ltd. (株式会社サンリオ) in Tokyo in 1960 with the motto “Small Gift, Big Smile” and the aim of bringing happiness to people’s lives through inexpensive goods. His Company is today not only home to superstar Hello Kitty, but a Global brand concentrating on developing significant marketing strategies for classic properties like My Melody, Keroppi, Badtz Maru, Little Twin Stars and new acquisitions like british icons Mr. Men and Little Miss. Capital: 10 billion yen (as of March 31, 2011). Consolidated Net Sales: 76 billion yen (FY3/11). Principal Business Activities: Planning and Sale of Social Communication Gifts, Greeting Cards and Books, Copyright Licensing, Operation of Restaurants, Production, Promotion and Distribution of Movies, Production and Sale of Videos and DVDs, Planning and Presentation of Musicals, Live Performances, Planning and Operation of Theme Parks.